3M & VIKINGS PARTNERSHIP

Integrating 3M solutions and technology have always been at the forefront of 3M’s partnership priorities. From the 2018 purple light campaign to exclusive use of protective products (ie ear plugs) at the stadium, the handwarmers are the latest example of our continuous efforts to get cutting-edge 3M technologies into the hands of fans to increase 3M brand sentiment.

In the ninth year of a decade-long partnership, our efforts in this campaign have been pivotal in aiding the contract renewal of, significantly influencing long-term revenue. As a giveaway idea that was initially presented in 2021, we were able to deliver a creative solution as an international make-good opportunity that secured funding to support this initiative.

This unique entitlement giveaway extended beyond game day through:

  • Community impact events that align with our shared organizational missions, exemplified by our providing experiences for People Serving People and The Link
  • Influencer strategy that included kitting and distributing to 350 media outlets, local influencers, and joint partners. Our influencer strategy included kitting and distributing to 350 media outlets, local influencers, and joint partners.
  • Email and Social Strategy: Included a paid player post, email promotional integration and social collaborations.

HANDWARMER CAMPAIGN

For 3M’s entitlement game on December 29th, Minnesota Vikings and 3M collaborated to create a unique product to be distributed to 40,000 fans on game day – a one-of-a-kind 3M Science-powered hand warmer.

Crafted with 3M™ Thinsulate™ Insulation to trap heat and keep hands cozy, and 3M™ Scotchlite™ Reflective Material for added brilliance in winter's darkness, these hand warmers were as functional as they are festive.

The success of this campaign was made possible through joint investment and marketing efforts that demonstrated a mutual commitment to innovation, community impact, and long-term partnership success.

HANDWARMER PRODUCTION TIMELINE

  • Late August: Concept green light & design process began
  • Early September: Swatches arrived for approval.
  • Late September: Designs finalized, production began
  • October: Further artwork adjustments on prototypes
  • Early November: Final prototypes arrive, triggers full production of all units
  • Late November: First batch arrives, items begin kitting process at local vendor
  • Late December: Full shipment arrives at U.S. Bank Stadium

COMMUNITY INTEGRATION

  • In lead up to game, entitlement of Winter Wonderland Community event – authentically integrating handwarmers.
  • Donated handwarmers to a variety of organizations for organic social/media pick-up. Organizations included The Salvation Army, Thanksgiving Drive-Thru and People Serving People.

PROMOTIONAL BOXES

Cobranded promotional boxes with handwarmers sent to 100+ individuals across 40 organizations sent ahead of game for promotion of giveaway

Promotional boxes included a card with information on the hand warmer and directions on how to share online.

INFLUENCER BOXES

15 exclusive curated influencer boxes included early access to a 3M handwarmer and an exclusive Jeff Hamilton Jacket featuring 3M solutions and technology

EMAIL STRATEGY

12.16 | Game Day Email Ad Inclusion

  • Recipients | 17,667
  • Open Rate | 48.37%
  • Ad Click Rate | 0.9% (159 total clicks)

12.17 | Dedicated Email

  • Recipients | 18,028
  • Open Rate | 46.8%
  • Ad Click Rate | 7.61% (793 total clicks)

12.29 | Game Day Email Ad Inclusion

  • Recipients | 18,500
  • Email Open Rate | 48.37%
  • Ad Click Rate | 0.8% (148 total clicks)

VIKINGS.COM

Feature Story | Community

Feature Story | Handwarmers

GAME DAY PLAYBOOK

Distribution | 67,000

Digital Playbook

OVERALL SOCIAL PERFORMANCE

Impressions | 4.9M

  • Facebook | 1.96M
  • Instagram | 1.34M
  • X (Twitter) | 1.6M
  • Impressions on 12/29: FB: 1.4M, IG: 1.2M, X: 89.6K

Partner Engagements | 181.2K

  • Facebook | 43,561
  • Instagram | 128,503
  • X (Twitter) | 9,143

Fan Content

  • 1.8K posts on X tagged @Vikings & @3M and included “handwarmers” or “hand warmers” 12/27 – 12/30

PAID SOCIAL PERFORMANCE

  • Impressions | 69,036
  • Reach | 41,317
  • Results (Link Clicks) | 2,455
  • Cost Per Result | $0.10

INFLUENCER STRATEGY

60% of influencers who received the cobranded gift box posted to their social channels to reach a total following of 1,707,934

COLLABORATION WITH AARON JONES

Partnership with Aaron Jones | Sharing on his channels & Minnesota Vikings amplifying

  • 439k plays & 50.8k likes
  • 348 comments
  • 12.9k shares
  • 64k total interactions

VIKINGS TOP ORGANIC POSTS

X | 12/28

  • Impressions | 1.3M
  • Engagements | 3.8K
  • Post Value | $3.8K

Instagram | 12/29

  • Impressions | 294.8K
  • Engagements | 26.5K
  • Post Value | $13.3K

Facebook | 12/29

  • Impressions | 407.4K
  • Engagements | 5.9K
  • Post Value | $1.8K

MEDIA + PRESS

  • Handwarmer messaging woven into game day press release
  • Delivered 150 handwarmers to press box and broadcast booths
  • KFAN (:10-second) Live Read and (:30-second) Spot; 2023 Average listenership was 186,700 for evening programming
  • KSTP-TV Broadcast featuring handwarmers
  • Tatum Everett On-Field Live Hit in 3M/Jeff Hamilton jacket

GAME DAY ACTIVATIONS

Handwarmers distributed at all stadium entrances

  • Total Attendance | 65,851
  • Highest attended game of 2024 season

Re-wrapped plaza SKOL letters for cohesive branding with handwarmer

Game day delivery of handwarmers to encourage social/broadcast pick-up

  • Player's Family Room
  • Gameday DJ
  • Viktor the Viking
  • Gameday Live Broadcast Team

Suite Gifting for 3M Leaders

Updated Fan Cam with creative showcasing the handwarmer

FAN CAM

GAME DAY ASSETS

3M Inclusion in

  • Gameday Match Up Graphics
  • Upper & Club-Level LED Messaging
  • Video Main Board and Side Wings
  • IPTV

Pre-Game Video Board Feature | Winter Wonderland

3M takeover of U.S. Bank Snapshots in-game feature highlighting the handwarmers

TV BROADCAST

  • Average households (HH) at any minute: 14.4M
  • National Channel HH: 13.7M
  • Local Channel HH: 708K
  • Local HH Share: 81% (% of HH watching the Vikings vs. HH watching other channels)
  • 26,445,000 total viewers | 9th most viewed game of the 2024 NFL regular season

CREDITS & THANK YOUS

Minnesota Vikings:

  • Alicia Dreyer
  • Allan Wertheimer
  • Alyssa Erdman
  • Alyssa Henke
  • Amory Coleman-Reeves
  • Amy Anthony
  • Ann Schumacher
  • Anne Doepner
  • Arthur Kuh
  • Ashley Harris
  • Austin Hansen
  • Bethel Biniam
  • Blair Kelly
  • Brett Taber
  • Brianna Yang
  • Brittany Snyder
  • C.J. Rugh
  • Candice Kenall
  • Carly Bonk
  • Davis Pruett
  • Diego Pleitez
  • Elizabeth Douglas
  • Emma Andersen
  • Eric Davidson
  • Ginger Wassman
  • Glenn Isralsky
  • Hailey Hartlage
  • Haley Hiljus
  • Hannah Dick
  • Heather Larsen
  • J.P. Paul
  • Jay Nelson
  • Jeff Anderson
  • Jesse Johnson
  • John Penhollow
  • Jordan Ramsey
  • Jordan Struck
  • Kaitlin Zarecki
  • Kate Shibilski
  • Kella Xie
  • Kendall Peters
  • Laney Austin
  • Lara Juras
  • Lauren Pinter
  • Lindsey Young
  • Logan Johnson
  • McKenzie Gernes
  • Mike Parson
  • Naomi Evans
  • Nick Maurer
  • Raegan Palesch
  • Ryan Cardinal
  • Samantha Ziwicki
  • Seth Johnson
  • Steve Reed
  • Terrell Battle
  • Valerie Haekenkamp
  • Vanessa Reid

US Bank Stadium:

  • Aaron Liepens
  • Eleanor Muske
  • John Drum

3M Staff:

  • Ally Fernholz
  • Collin Hummel
  • Kady Stoll
  • Robert Polik

Other:

  • Guest Services and other part-time staff members
  • University of St. Thomas Sports Management Club
  • Vikings Street Team